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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

Let's get to it...

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Example #1 - Click, Build, Believe

Helping potential buyers quickly see what your product does, what it looks like, and how they might use it is a fast way to turn interest into bookings.

Replit’s hero nails this. Their homepage opens with clear copy — “Turn ideas into apps.”

Than, a pre-made prompt not only shows the product but teaches you how to get the best results.

Click "Start Building" and you’re in. No trial. No sales call.

​→ Start building from your homepage​

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Example #2 - Make Value Obvious

Midday Squares made one simple packaging change — and sales skyrocketed.

The fix? Making it undeniably clear there were 4 bars in the pack, not just one.

The old design looked like a single, over-priced bar in a box.

The lesson? Don’t make customers guess.

Show the product, spell it out, and make your value obvious.

​→ Bite into Midday's packaging change​

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Example #3 - From FUD to Hype

This is a cool example of an acquisition announcement combined with a product launch announcement.

When a big company acquires a smaller startup, it's often a disaster for the smaller product. History tends to repeat itself and customers can see the writing on the wall.

But this announcement is different.

It walks you through the lead-up to the transaction and why it’s an accelerator for launching their product — not a death sentence.

​→ See Atlassian flip the acquisition narrative ​

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Example #4 - 47-Second Rolling Thunder

This product update video from Ramp is short, sharp, and impossible to skip.

I love how they tell you the time commitment right up front: “Got 47 seconds?”

In under a minute, they spotlight new features tied to their recently launched AI agents, highlight related enhancements, and tease what’s coming next.

It’s rolling thunder in bite-sized form — keeping momentum alive and building excitement for what’s around the corner.

​→ Got 47 seconds?​

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Example #5 - Don’t Waste Your Competitive H1

Asana goes right after Trello with its comparison page hero. Most companies play it safe with something like “Us vs Them.”

But Asana hits hard with a clear theme: “Asana is a work management platform. Trello is just a Kanban board.”

One bold claim sets the positioning up front, and the rest of the page backs it up.

This is how a competitive page should be done.

​→ See Asana dig into Trello​

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You Wanted To Be a Founding PMM. But Now You’re Feeling Overwhelmed. You're running in circles and feeling like nobody understands your job and the impact you could have. When you start a project you wonder, “will this get derailed tomorrow?” And deep down you're wondering, “Am I cut out for this? Are people wondering if I was the wrong hire?” How do you balance focusing on the right things, with executing at a high level, keeping stakeholders happy, and making an impact? All as a team of one? ​ That's why I created the Foundry. ​ A 90-day group coaching program designed to give founding and solo PMMs the knowledge, frameworks, and tools they need to build a high-impact product marketing function, from scratch. It’s not another course. It’s an intentionally small group coaching program built just for founding product marketers. Instead of high-level curriculum that doesn’t match your reality, you’ll join 5–8 peers who are in the same boat as you: building product marketing from scratch. You’ll learn together, swap stories, and tackle the real challenges you’re facing right now. ​ Interested? Here’s how to secure your spot: → Step 1: Fill out a short application (takes 5 minutes). → Step 2: If accepted, schedule a quick call with Jason. → Step 3: If it’s a fit, you’ll join the next cohort. ​ ​→ Learn more and apply​

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Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

• ​Founding Product Marketing Manager @ Pivotal Partners​
• ​Director of Product Marketing @ InfluxData​
• ​Senior Product Marketing Manager @ Zowie​

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​Find More Founding PMM Jobs ↗️​

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3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​AI Monetization MBA – Not sure how to price AI? Kyle Poyar unpacks some great frameworks and real company examples.
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2. ​Generalists inside, specialists outside - Emily Kramer breakdown how AI will reshape the marketing career and where you should focus.
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3. ​Positioning doesn’t stop on paper - Julien Sauvage offers an important reminder, your positioning doc is only the start.

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Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!

See you next Wednesday!

Jason and Aubrey

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P.S.

I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:

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• ​Join the PMM Foundry - A group coaching program designed for founding and solo PMMs.
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• ​Sponsorships - Want to reach our audience with educational content that puts your product in the spotlight? Let's chat!
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​Jason and Aubrey​
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